Stealth mode vs. building in public: Which is right for your business?
A few days ago, I got an email from a Digital Native subscriber asking about two approaches to launching a product.
They asked, “Should you move in silence (stealth mode), refining your idea until it’s ready, or be fully transparent (build in public), sharing from the beginning?”
The honest answer is there’s no one-size-fits-all approach and that both have risks.
Stealth mode lets you focus, but you might miss out on early support. Building in public can rally an audience but bring unwanted scrutiny from day one. It’s a choice every founder makes, shaping your next steps.
So when is it better to keep things under wraps, and when should you share with your audience? Let’s break down the pros and cons of each approach.
Stealth mode: Focused work without the noise
Stealth mode isn’t really about keeping secrets. It’s about putting your head down and doing the work without outside approval. It means resisting the urge to share half-baked ideas and choosing to act when you’re ready. Think of it as working quietly, refining until your entrance is compelling. Apple often does this by perfecting products before any big announcement.
Stealth mode works best when you’re still figuring things out. It gives you space to pivot, refine, and fail without an audience. Plus, it keeps competitors at bay, allowing you to surprise them with a strong product when you do emerge.
Building in public: Rallying support and embracing risks
On the other end of the spectrum is building in public—the loud, proud declaration of what you’re creating. This approach works well when you know what you’re building and why it matters. Sharing updates, challenges, and even setbacks brings others along. It builds trust and community, making your vision something people care about over time.
Beehiiv is a prime example of this approach. They announce new features, critique competition, and invite users to help shape their direction. This transparency has helped them grow a loyal user base. As a small investor in Beehiiv, I have firsthand confidence in this company’s potential. Building in public like this draws in those who see your vision, creating momentum that stealth mode can’t match.
Startup stages: When to be quiet and when to be loud
Building in stealth or building in public doesn’t have to be a permanent choice—different stages of a startup require different approaches.
Early on, when ideas are still forming, stealth mode can be invaluable. It gives you space to iterate without external pressure or feedback. Especially in industries like healthcare, confidentiality is essential. Stealth mode becomes a safe harbor where mistakes are hidden, and course corrections happen quietly.
On the flip side, once you have something solid, building in public becomes a growth strategy. It turns your early customers into advocates. Consumer product companies thrive on this openness, gathering feedback and rallying support. Knowing industry norms can help you decide whether to keep things quiet or be transparent.
Competition: Play it right
Competition is another key factor. Going public can rally your audience and create a powerful narrative against established players. Take Tesla as an example: Elon Musk’s updates and bold claims built a devoted following. Conversely, stealth can help you stay ahead, like Clubhouse, which maintained exclusivity to surprise the competition. Both approaches can be effective—but half-measures rarely work.
How your approach builds trust
Whether you choose stealth or transparency, your approach directly shapes how people see you.
For Investors: Transparency signals confidence. Being open about your progress shows that you believe in what you’re building. Stealth, meanwhile, suggests focus—a deliberate choice to keep things under wraps until the time is right.
For Customers: Openness builds loyalty. People rally behind a story. When you bring them along for the journey, they’re invested. Stealth can still work here, but only if you deliver something exceptional when the time comes.
For Employees: Clarity is essential for your team. Stealth mode can create mystery, but it risks internal confusion. Building in public keeps everyone aligned—it’s a visible sign of direction. Your approach impacts not just your product, but your culture too.
Avoid the “halfway” trap
The halfway approach—being vocal but vague—rarely works. It leaves people guessing and often does more harm than good. Partial transparency can come off as evasive rather than intentional. Customers feel unsure, investors question your conviction, and employees may sense a lack of direction. It creates lingering doubt, and that’s the last thing you want when building trust.
My take: Why I’d build in public
If I were starting my own creative business today, I’d likely opt for building in public. Transparency gathers momentum, brings in early users, and refines a product with real feedback. Beehiiv’s approach—open updates, rallying users, and critiquing competitors—resonates here. But building in public only works when there’s something meaningful to share.
The lesson is simple: move in stealth mode or be fully transparent—but commit fully. Choose the strategy that fits your stage and strengths. That’s what people respond to, and that’s how you build trust and loyalty.